Food For Thought
Print, TV, Radio, Billboards, Web Banners… all first thoughts that come to mind when you mention marketing. However, these are not the only things you need to keep in mind when promoting your products and services. Your marketing mix includes everything from traditional media, right down to the packaging and delivery methods.
But what sways even the most marketing savvy consumers? (For example, those of us in the advertising industry.) Do we see beyond the ads and make our purchase decisions based on facts? Would we notice that box of diamond-shaped Shreddies on the shelf if we didn’t just see their ad while watching Family Guy?
I’d like to think I make all of my purchase decisions rationally, based on logic. That I am not swayed by pretty pictures on product boxes or that radio jingle that I just can’t seem to get out of my head.
However, I often find myself selecting the frozen pizza with the prettier looking picture vs. comparing ingredients on the label (when we all know that it never looks like that when WE bake it). Or trying that new type of moisturizer because that pretty girl in the TV commercial tells me it will make me look younger (what – they’ve found the fountain of youth!).
Case in point… Just this weekend it took me over 5 minutes to select which type of olive oil to purchase. I mean really… olive oil!
Should I go with Bertolli, whose commercials tell me they are the best quality plus their long history of producing the finest oil since 1870 in Tuscany – how authentic!
Or should I choose Crisco? My mother has used it ever since I can remember; “I won’t use anything else” – I should always listen to the wise advice of my mom.
Or maybe this new PC brand? It’s on their blue menu and it the lower price of the 3 – That’s seems logical.
The result… I chose the PC brand because I liked the shape of the bottle. It was sleeker and would fit better into my apartment-sized cupboards. C’mon – I’m not the only one who’s a sucker for packaging!
Whether it’s a great TV ad, catchy jingle, creative packaging or same day delivery service, you need to be aware of all of your customer touchpoints. Every consumer is different and all of us have our own unique “reason to buy”.
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